Netflix Allows Users to ‘Pause Membership’ for Up to 10 Months in New Test

Netflix Allows Users to ‘Pause Membership’ for Up to 10 Months in New Test

HIGHLIGHTS: -

1. Netflix subscribers can pause their subscription for a maximum of 10 months

2. Profile information, preferences, viewing history and billing details will be maintained

3. One-click to resume the subscription and choose where you left off

In May of this year, Netflix, the world's largest subscription video on demand (SVoD) streaming platform, began deactivating inactive accounts for more than a year without any streaming activity, so that customers would not have to pay for services. Streaming Bemomath has now added the option to "pause" the current membership and arbitrarily 'restart' it. Previously the platform had the option of simply ‘canceling’ the subscription and reactivating it whenever the customer wanted.

To get this feature, customers need to go to the account settings where they will find the newly added "pause" subscription button. Clicking the button will take them to a confirmation page where Netflix will notify them that the change will take effect upon completion of current billing, after which the account will be suspended for a maximum of 10 months. During this time, Netflix will maintain their profile, preferences, viewing history, and billing information at no charge. After confirmation, feedback will be asked about the reason for choosing to pause their membership. Customers can single-click to resume their membership from the Account Settings page and pick up where they left off.

Although the biggest damper of this offer is the fact that it will not break your membership in the middle of your current month and will allow you to move forward with the remaining days to resume on your chosen date. This indicates that it is no different in functionality from the cancellation membership option which is effective at the end of the current billing cycle and allows the customer to resume the subscription within 10 months while retaining the profile and viewing history.

It looks like Netflix has introduced this option with an agenda rooted in human psychology as a customer who clicks on a ‘break’ subscription, accepts it as a temporary change and is more likely to come back and resume membership. Conversely, a customer who clicks on a 'Cancel' subscription perceives it as a permanent change and is less likely to return and click on the 'Restart' subscription.